Grey Hong Kong show respect to musicians
“re:spect” music magazine wanted to increase the public’s respect for musicians in Hong Kong: a traditionally tough environment for musicians. Utilizing the universal chest-thumping gesture of respect, Grey Hong Kong created “Show me your re:spect”: the first ever app designed to let people respect musicians.
Music lovers could nominate the musicians they respected most, then make the chest-thumping gesture as many times as they could to show their “respect”. The app turns every ‘thump’ it senses into a vote for the particular musician. To make it more engaging, we extended the idea to other touch points including facebook, weibo and youtube, to ensure that young people everywhere could join the ‘respect music’ movement. Music lovers could share their dedicated “respect” on social networks, and those who showed most respect were ‘glorified’ in an online “respect ranking”. This enabled music lovers to show their appreciation to musicians in an active way.